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Introduction
Social media is powering the world in ways many have never imagined. We can see new connections
being formed out of seemingly thin air. o Social Media has emerged as an important media in
the last 5 to 7 years.o Has created a mass revolution.o According to Forbes, 94% of corporate houses
utilize social media today.o Over 85% agree that social media has given their
business good exposure.o It is a strategic tool used to serve the organization’s
purposes.
SOCIAL MEDIA IS A
NECESSITY NOT A LUXURY
NOT JUST CORPORATE HOUSES, EVEN POLITICAL PARTIES ARE DEVELOPING STRONG ENGAGEMENTS THROUGH THE SOCIAL
MEDIA PLATFORM
LET US TAKE TWO FAMOUS POLITICAL ICONS
President Obama of the United States of
America
Prime Minister Narendra Modi of
India
In the 2008 presidential campaign Barack Obama had more "friends" on Facebook and
MySpace and more "followers" on Twitter than his opponent John McCain.
Obama’s official website is barackobama.com
It is run by Chris Hughes, one of the three co-founders of Facebook and has been described
as a “sort of social network”.
Members of the site could also create blogs, post photos, and form groups through the
website.
During the 2008 campaign, over two million accounts were created for the website local communities were organized on behalf of Barack Obama more than 20,000 events were organized through the website 400,000 articles were written in blogs 400,00 videos that supported Obama were posted to YouTube via the official website 35,000 volunteer groups were created $30 ml were spent by 70,000 people into their own fundraising webpages in the final 4 days of the 2008 campaign, 3 ml phone calls were made through the website’s internet virtual phone
So President Obama blew away the competition in the last election through his innovative use of social
media.
His campaign has been held up as one of the best examples of social
media.
Narendra Modi and Social Media
Modi has adopted Obama’s election campaign strategies and had also observed the
elections in Australia. Advocating best practices,
after Indianizing it.
Modi is 63, has 3.66 million followers on Twitter and has drawn more than a million volunteers to his campaign,
indeed a new development in a developing country like India.
Modi has targeted business executives, students and retirees living in gated communities
has engaged members of India’s growing middle class who in previous elections stayed home instead of waiting in
long, chaotic lines at polling stations is aggressively trying to reach out to India’s youth
By pursuing U.S.-style campaign strategies, including volunteer mobilization, social media outreach and
micro-targeting of various groups, the number of first-time voters has increased from 43 million in 2009 to 101 million, out of 814 million
eligible voters, according to the Election Commission of India.
Modi’s followers run war rooms in three cities, with social media and speechwriting teams that can fine-
tune his message for specific groups.
CASE STUDY:
Modi’s campaign encourages supporters to place a “missed call”
of support with their cell phones as a way to generate a telephone database.
The missed call is a common phenomenon in India; people ring a number and then hang up so they are not charged for the call but there’s a gentle
reminder that they telephoned. In this case, the campaign can text or call them
back with information.
SOCIAL MEDIA MANIA !!!
A Study by Nielson reports that:
46% of online users count on social media while making purchase decisions
50% of shoppers made purchases based on the recommendations on social media websites
71% of social media users are more likely to purchase products from brands that are connected on social media websites
Social media marketing does influence the generation of leads and thus increasing sales to the businesses
Fact 1
In 2013,
36% of marketers acquired customers via Twitter
52% via Facebook
43% via LinkedIn
Companies are using social media to promote branding, generate awareness, propagate advertising, build loyalty and trust
Value of Facebook fans for marketers as follows
(Millward Brown, 2010)
A potential source of insight 85%
Increased loyalty 85%
An increased change of advocacy/ recommendation
80%
A deep level of engagement with the brand 75%
A visible sign of the brand’s popularity 50%
Increased long-term spend on the brand 45%
Increased short-term spend on the brand 15%
Fact 2
SOCIAL MEDIA PROOF
MYTH# - YOU CAN’T BUILD MASS RELATIONSHIPS
YES, YOU CAN
IF YOU KNOW HOW ...
Twitter Mania
Benefits of Social Media Engagement -
Bidirectional Relationship
Cost Effectiveness
Direct Contact
Permission Marketing
Targeting
Innovation
THE USE OF SOCIAL MEDIA
AS A TOOL FOR BRANDING
DEPENDS ON BUILDING
STRONG ENGAGEMENT
ONE OF THE GOLDEN RULES OF ENGAGEMENT IS TO BE HONEST AND ACCOUNTABLE
BEING TRANSPARENT IS IMPORTANT
BEING INTERCONNECTED IN ONE WAY OR THE OTHER, LIES IF ANY ARE EASILY DETECTABLE
MUST BEAR IN MIND, NEGATIVE PUBLICITY SPREADS LIKE WILD FIRE
SOCIAL MEDIA PLATFORM
Popular Social Media Platforms
PLATFORM ORIENTATION COMMUNICATION TYPE
FACEBOOK SOCIAL CASUAL
LINKEDIN BUSINESS PROFESSIONAL
TWITTER CONTENT – FOCUSED
PROFESSIONAL – CASUAL
BLOGS CONTENT/ OPINION
INFORMATIONAL
VISUALS ON SOCIAL MEDIANO DOUBT, WE ARE MOVING TOWARDS A MORE
VISUAL MARKETING WORLDConsumers prefer consuming Visual Content to
reading blocks of text
FACEBOOK, PINTEREST & INSTAGRAM – Have flourished in the past year & continue to do so
Beautiful content & magnificent designs have largely fuelled the visual marketing category on Social Media
Nowadays, almost all businesses are learning to - ‘SHOW’, NOT ‘TELL’
CONTENT v/s VISUAL IMPACT
Brands transition from Blogs to Facebook updates resulted in posts becoming shorter
TWITTER shortened posts to 140 characters
PINTEREST is based solely on visual communication
People are fascinated by this trend of visuals
Smart Phones
With the advent of Smartphones’, people are trying to engage more on social
media through theirsmartphones.
Consumers now have realized that clicking pictures while they are on the go
is less tiresome than actually typing an update
on a keyboard
THANK YOU!!!